Shimano's electronic road racing components Dura-Ace with Di2 technology (Digital Integrated Intelligence) have been rewarded with the iF Product Design Award 2009. This contest is one of the worlds' leading design competitions, organized by the International Forum Design in Hannover (Germany), with a history of over 50 years. This year 2,808 products from 39 countries were judged by renowned experts.

The Dura-Ace Di2 (7970 series) was awarded in the category "Leisure/Lifestyle", based upon its innovation, functionality and design level. Dura-Ace 7970 series will be available in the market from spring 2009.

The awarded Dura-Ace components will be presented at the iF design exhibition 2009 that will open its doors on March 3rd at the Hannover Exhibition Centre. The exhibition will run until August and expected are around 300,000 international visitors.

Dura-Ace 7970 series consists of Dual Control Levers, electronically operated front and rear derailleurs and a battery kit. The other components, like crankset, cassette sprocket, chain and brakes, are equal to those of the new mechanical Dura-Ace 7900 series.

The advantages are clear immediately for everybody who rides a bike with Dura-Ace Di2 for the first time: Shifting becomes so much easier and effortless, just tipping a shift button is sufficient to move the chain to the requested sprocket or chainring. Biggest improvement is shifting the front derailleur. No more power is needed to move the shifting lever. Just push the button and it works, even under high load. The shift action is also faster since there is no delay due to mechanical friction.

Other advantages of using electronics: no more contaminated or stretched cables. Input is output. No matter if the system is new or has been used for a few years, the function will always be the same. Push the button and it works. Every time and in all circumstances. The components have already proven their capabilities in competition by top professional cyclists.

When shifting the rear derailleur, the front derailleur automatically adjusts itself which eliminates the need to trim for once and for all. Further benefits can be found in electronic shifters especially for time trial and triathlon usage. These products eliminate the need to change hand position for shifting. The rider is able to change gears at the base-bar as well as at the bar extensions. The result is saving time and a better concentration on the ride.

For more information about the new Dura-Ace series, please visit: www.dura-ace.com.